Before his big break, Ninja put in 20,000 hours of streaming at his keyboard. He invested in himself when no one was watching so he’d be ready for the moment when everyone would be watching. Breaking a streaming record while playing alongside some of the world’s most recognizable celebrities doesn’t happen by coincidence. It happens because of the late nights and early mornings. It happens because of the TIME IN™. The 3AM team and I partnered with Loaded and Adidas Originals to announce the first collaboration between the adidas brand and Tyler “Ninja” Blevins—a truly game-changing moment that celebrated gamers in a way never done before.
Process
Working closely with Tyler and his wife/manager Jessica, we developed a multi-year narrative that showcased his goals, inspirations, and achievements—providing a strong thematic foundation to launch his Adidas collaboration and deepen his connection with fans. I led the creation of all content, campaigns, and events throughout the lifespan of this partnership. What made this project especially rewarding was the opportunity to explore a variety of storytelling styles and art directions, reflecting the different phases of Ninja’s remarkable career.
Service
Creative Director
Outcome
This marked the Adidas brand’s first-ever successful gamer collaboration, with sell-through success across all product launches. We executed multiple launches supported by multi-platform campaigns—including live stream interactive events, in-store activations, and cross-channel marketing efforts.
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